Segmenting and Targeting Irrigators’ Preferences Regarding Proposed Water Transfers

Abstract

Sharing water is a contentious environmental issue. Irrigation controls the majority of water resources, but international experiences illustrate that irrigators are reluctant to share their water. How can resource managers achieve acceptance of water-sharing policies to meet the changing needs of society? This study focuses on strategies for selling a political agenda related to water transfers from agriculture. A survey was conducted with 275 irrigators in the western Canadian province of Alberta to assess how attributes that define a water transfer influence irrigators’ acceptance rates. Results indicated that the purpose of the transfer was the most important attribute. Six segments emerged based on perceptions of attributes. Greenies, Water Savers, and Efficiency Savers considered environmental attributes, whereas Personal Gainers and Municipal Friends considered personal and municipal attributes. Nay Sayers rejected transfers regardless of attributes. These results provide recommendations for resource managers attempting to persuade irrigators to share their water.

Keywords:

• conjoint analysis
• environmental policy
• irrigation
• market segmentation
• marketing strategy
• social marketing
• water management
• water policy
• water scarcity
• water transfers